Apron Envy

Not everyone who tunes in to the Food Network is an Iron Chef in
his or her home kitchen. In fact, according to an American
Demographics query to Simmons Market Research Bureau, 10
percent of the cable station's viewers don't even like to cook. Not
surprisingly, a greater percentage of those who tune in merely for
the aesthetics are male. Men account for 37 percent of all Food
Network viewers, but they also account for 48 percent of the
viewers who don't like to cook. Others who are more likely to watch
from the couch than the kitchen: never-married singles, college
grads, 18- to 24-year-olds, and those aged 55 and older.
Non-cooking viewers of cooking shows tend to be homebodies as well:
They are more likely to prefer spending a quiet evening at home,
exercising, or listening to music than the average Food Network
fan. And they are less likely to read books or visit art museums.
They also tend to have less adventurous palates: Food Network fans
who don't like to cook are less likely to eat foreign food or dine
out in general, and more likely to be content with a good
old-fashioned frozen TV dinner.

IT'S WHAT'S FOR DINNER!

Viewers of the Food Network who don't like to cook have
decidedly different food tastes than the average viewer.

Dislike Cooking

All Viewers

Beef

Pork

Swiss

Cheddar

Yellow mustard

Spicy mustard

Caesar dressing

Creamy Italian dressing

Graham crackers

Cheese crackers

Soft cookies

Sandwich cookies

Cranberry blend juice

Apple juice

Source: American
Demographics' analysis of data from Simmons Market Research
Bureau